These days, with a million advertisements and marketing messages coming at us from all directions, the most important key to building your advertising or marketing strategy is “TRUST”.
Does your network market to you as much as you would like? Do your ads help you generate lucrative weekly and monthly leads? Are you able to convert leads into paying customers with your marketing?
If the answer is no, then perhaps you are not expressing your trust enough. No one in the world will buy anything from you if they don’t trust your products and services to do what you say they will.
Do the words and images you use in your marketing help establish the trust necessary to convince prospects to believe in you and buy from you? Otherwise, you will benefit from the following strategies aimed at converting prospects into customers.
1. PROVIDE EXAMPLES OF YOUR CIAMS
Instead of making impersonal and dramatic claims about what your products or services do, use examples. Examples are much more believable. A case study is an ideal way to explain exactly what you did for someone and what a difference it made in their life or business.
2. GIVE AWAY FREE THINGS
Giving away free stuff is a great way to build trust. You can give anything: a keychain, your grandmother’s treasured apple pie recipe, an e-book, or an article. Giving people something, no matter the cost, makes them more likely to trust you and even return the favor by buying something from you.
3. POST ARTICLES INSTEAD OF ADS
Being inundated with ads 24/7 has instilled in us a deep mistrust of ads. Instead, we tend to believe what we read in published articles. Instead of posting countless ads, it would be better to spend your time writing articles. This establishes you as an expert who is willing to help, rather than a company trying to obtain people’s credit card information for the sole purpose of making money.
4. TESTIMONIALS, TESTIMONIALS, TESTIMONIALS
Convince your target that you are worth what you say by showing them what previous clients have said about you. These are called “testimonials,” and if you don’t use them, you’re missing out on a key ingredient in your marketing and advertising. They are not hard to get. Simply reach out to a few past customers, ask them what they thought of your product or service, what they liked, and how it was helpful. Then edit your comments, ask for their permission to use your edited words, and use this material in your advertising and marketing campaigns.
5. SPEAK DIRECTLY TO YOUR TARGET MARKET
In this industrial and economic empire we call the United States, with skyscrapers and huge multi-billion dollar companies all around us, it’s easy to lose sight of the fact that we are all human. Therefore, a common misperception is that in order to sound credible, your marketing must be cold and impersonal. Instead of trying to act snooty and aloof, you should do the exact opposite. People do business with people, not with steel buildings and dry corporate entities. Showcase photos of you and your staff, speak directly to your target market, explain in human terms why they should trust you, be passionate, and have a bit of personality.
6. GET AS MANY REFERENCES AS POSSIBLE
What’s the first thing you do when you need an accountant, plumber, doctor, lawyer, or web design company? You ask a friend to recommend you, right? Why? Because you trust the recommendations of friends, family and people you know. For your own business, instead of waiting for the occasional referral, implement a system for generating referrals. Use the “I’ll wash your back if you’ll wash mine” approach. It usually works, as long as you partner with companies that you know provide good products or services.
7. EXCHANGE ENDORSEMENTS
This is a proven strategy to double your marketing reach without paying a dime. Simply team up with a local company you trust and that also caters to your market. Ask the company if it’s okay to use an endorsement of their company’s products and services. In return, you do the same for them. While a personal reference is ideal, an endorsement from a business also adds a lot of weight to your claims.
8. STAY IN CLOSE CONTACT WITH HOT CONDUCTORS
The customers or prospects you see and talk to on a daily, weekly, or even monthly basis are often the ones you trust the most, and who trust you the most. You have developed a relationship with each other and during this process you have established something that is crucial to your business: you have established trust. Communicating with them regularly is a good way to continue to develop and even build on this trust.
9. REDUCE THE RISK OF YOUR TARGET MARKET BY BUYING FROM YOU
What is your biggest concern when purchasing a product or service? Most people worry that the product or service may not work the way they expect. How can you show people that the claims you make in your marketing are true? Provide a guarantee. Also, clearly and carefully describe the value you provide and state your commitment to making sure your product or service not only meets but exceeds their expectations.
10. MAKE CONTACT WITH YOU EASIER
Don’t let your customers try to figure out how to get in touch with you. Show them how by making it easy as 1-2-3 for them. Put your website, phone number, and email address at the top of your website or marketing materials. Include a call to action, which most people forget. This means telling them to call, write, or visit your website. Don’t leave it to them because most of the time they won’t make the first move.
In short, the best way to convert your target market into leads and leads into customers is to build trust. These ten marketing strategies help build the foundation of trust you’ll need to convince people that you’re not just looking for their credit card numbers, but that you really, truly want to help your business.
Beware. If this is not really your attitude, that you really want to help people with the product or service you provide, you might want to skip the marketing and go straight to the Chapter 11 presentation now. Why? Because while it’s true that every minute a fool is born, sooner or later people will catch up to your song and dance and word will spread that they will stay away from you. In that case, all the marketing and advertising secrets in the world won’t help you.